David Lyons

SVP Store Strategy, Operations, & Customer Experience Belk

David Lyons is a senior retail executive with over 15 years of experience leading strategic initiatives that enhance customer experience and drive financial performance. As Senior Vice President of Store Strategy, Operations, and Customer Care at Belk, he leads cross-functional teams to execute innovative solutions that align with business goals, improve operational efficiency, and elevate customer satisfaction.

With deep expertise in strategic planning, organizational development, labor and expense management, and technology adoption, David has led enterprise-wide transformations—including the rollout of task and workforce management systems—and regularly advises C-suite executives on high-impact initiatives. A results-driven leader, he has consistently delivered payroll savings while expanding key omnichannel capabilities such as ship-from-store and buy-online-pick-up-in-store.

Known for fostering collaboration and a culture of accountability, David is passionate about using data and insights to solve complex challenges and shape the future of retail.

Main Day One: Tuesday, August 12

2:45 PM Track A: Client Case Study: Reinventing Product Discovery: Where Conversation Meets Curation

Product discovery is being reinvented. Instead of clicking through endless pages or typing into a search bar, shoppers now want help—real, guided help that feels more like a conversation. In this session, we’ll explore how brands are replacing static e-commerce experiences with intelligent, conversational journeys that combine AI with visual discovery. Shoppers can now talk to an AI assistant, see curated product options in real time, and get inspired visually.

We’ll also break down what makes these tools truly intelligent by understanding the real-world data required for AI to function properly, as well as the user experience key components. You’ll leave with a clear understanding of how to measure the success of conversational commerce—and what it means to deliver personalized, scalable discovery online.

  • Understanding the shift from traditional e-commerce to conversational and curated discovery experiences.
  • Learning how AI and visual tools work together to enhance product discovery.
  • Identifying the data and UX components required to make these tools truly intelligent.
  • Discovering ways to measure the impact and success of conversational commerce.
  • Exploring how to scale personalized shopping journeys across your digital channels.

Check out the incredible speaker line-up to see who will be joining David.

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